US Out-of-Home Ad Revenue Passes $3 Billion in a Quarter for First Time
2026-09-07 · via invidis
US out-of-home advertising revenue reached $3.16 billion in the second quarter of 2026, up 10.7 percent year over year, according to the Out of Home Advertising Association of America (OAAA). It is the first time the industry has cleared $3 billion in a single quarter, and it matters to anyone selling ad inventory on digital screens because it confirms the growth is broad-based rather than a one-off.
Digital OoH revenue, the segment most relevant to screen operators and network owners, climbed 18.5 percent year over year, continuing to outpace the category's overall growth rate. The OAAA says first-half 2026 revenue growth now stands at 9.2 percent, and that 73 percent of the 100 largest OoH advertisers spent more this quarter than in the same period last year. That breadth of participation is a healthier signal for the industry than a surge driven by a handful of big spenders.
Tech and AI money is showing up on screens
The standout finding is where the new money is coming from. Spending from the computers, software and internet category jumped 149.8 percent year over year, and technology and direct-to-consumer companies made up 30 percent of the top 100 OoH advertisers, according to the OAAA. Apple, T-Mobile, Verizon, Uber, Amazon, DoorDash and AI firms Genspark and OpenAI all appeared in the top 25, with Genspark and OpenAI among a group of advertisers that more than doubled their spending during the quarter.
For operators and networks, this is a category worth courting directly. AI companies competing for consumer attention and enterprise credibility have historically leaned on digital channels; their move into physical, high-visibility OoH placements suggests they see value in the format that platforms like search and social can't replicate.
Other categories grew too: financial services advertising rose 22.7 percent, media and advertising rose 12.6 percent, and local services and amusements rose 10.5 percent. Johnson & Johnson more than doubled its OoH investment and ranked seventh overall.
Personal injury law firm Morgan & Morgan held onto the top spot among all OoH advertisers, ahead of Coca-Cola, Apple, T-Mobile and McDonald's. Verizon, Johnson & Johnson, Progressive, Universal Pictures and Dunkin' rounded out the top 10.
Event-driven spending also contributed. FIFA spent more than $3 million on OoH tied to the World Cup, and Live Nation increased its spending 10 percent to more than $2.3 million, according to the OAAA figures.
The release does not break out how much of the digital OoH growth came from programmatic buying versus direct deals, nor does it detail spending by screen format or venue type, so operators looking for signals about where specifically to invest in new inventory will need to wait for more granular reporting.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
Technology and AI companies helped drive strong growth in the second quarter, while digital OoH revenue climbed 18.5 percent year over year.
US out-of-home advertising revenue rose 10.7 percent year over year to US$3.16 billion in the second quarter of 2026, according to the Out of Home Advertising Association of America (OAAA). It was the first time the market generated more than $3 billion in a single quarter.
The strong performance lifted revenue growth for the first half of 2026 to 9.2 percent. Seventy-three percent of the 100 largest OoH advertisers increased their spending compared with the same quarter last year.
Technology and AI companies were among the biggest contributors to the quarter. Spending from the computers, software and internet category jumped 149.8 percent year over year, while technology and direct-to-consumer companies represented 30 percent of the top 100 OoH advertisers.
Apple, T-Mobile, Verizon, Genspark, Uber, OpenAI, Amazon and Doordash were among the technology-oriented brands appearing in the top 25. Genspark and OpenAI were also included in a group of advertisers that more than doubled their OoH spending during the quarter.
Financial advertising increased 22.7%, followed by media and advertising at 12.6% and local services and amusements at 10.5%. Johnson & Johnson more than doubled its investment and ranked seventh among all OoH advertisers.
Personal injury law firm Morgan & Morgan remained the largest advertiser, ahead of Coca-Cola, Apple, T-Mobile and McDonald’s. Verizon, Johnson & Johnson, Progressive, Universal Pictures and Dunkin’ completed the top 10.
Major events provided another boost. Fifa spent over $3 million on OoH advertising around the World Cup, while Live Nation increased its spending by 10% to more than $2.3 million.